Making the Switch

Oct 1, 2007

There's eco-friendly, and then there's Continental Clothing Co. The UK-based apparel firm, which just entered the U.S. decorated apparel market last year, is not only launching a line of Carbon Neutral T-shirts — made start-to-finish using only green processes — but also is passionate about improving working conditions for cotton laborers.

Continental's new EarthPositive apparel, in development for two years, consists of garments for men and women that promote climate change awareness. The line's development marks the beginning of the company's mission to switch its entire manufacturing process to become 100% organic, making it the first major manufacturer to do so.

Continental has purchased 750 tonnes (or metric tons; a measurement of mass equal to 1,000 kilograms) of 100% organic cotton — in conversion, which is due to be harvested this month. Thereafter, from November onward, all Continental cotton garments will be 100% organic, or 100% organic — in conversion.

"This is a major step toward becoming 100% organic, and by developing lasting and sustainable relationships with organic cotton farmers, we ensure our future supply of organic cotton in a time when demand might exceed supply," says president Philip Charles. "The cost of organic cotton — in conversion is only 3% to 5% more than conventional cotton, as compared to approximately 20% to 30% more for fully organic cotton, which means we will not have to increase the prices of our garments." Going forward, the company will be offering more than 65 organic cotton — in conversion styles, in addition to its existing organic baby wear and three organic adult styles.

To begin the transition, the company examined every stage of the supply chain to reduce the overall carbon usage from organic farming to wind energy to recycled packaging. "We are reducing our common carbon footprint down to a fingerprint," says Charles. "This year is the year of environmental awareness and we can provide a small apparel solution to the problem of climate change."

The Carbon Neutral T-shirts, along with the other styles from the EarthPositive collection, use organic cotton certified by the new Global Organic Textiles Standard (GOTS). This ensures not only that the cotton is produced by organic methods, but also that the entire production process from yarn preparation through to the final product, and all its component parts and packaging, meet the high standards of environmental protection and social responsibility. This is expressed by the logo of the Soil Association of the U.K. that is shown on the label.

Continental also is a member of the Fair Wear Foundation and the Fairtrade organization, and is strongly supportive of an initiative to improve the livelihood of cotton pickers in Uzbekistan — the second largest exporter of cotton. For example, all EarthPositive apparel will include a country of origin label.

"It's all about education and giving consumers a choice," explains Charles, who is based in New York City. "The same way the subject of organics has blown up from two small lines of copy to become headline news, climate change awareness represents the next stage. What we're doing by making clothing sustainable is the biggest news in the apparel business." — E.W.

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